Shifty is a British film that was made in 2008 under the microwave scheme that was funded by the Uk film council which was later replaced by the BFI. The aim of the scheme was to provide young London film makers with a platform to make a small independent film.
The rules of the microwave scheme were that the film had to be made in18 days and with a budget of less than £100,000. Shifty opened in 51 independent cinemas such as Curzon Chain and on its opening weekend took £61,000. The film box office takings were £143,000. Most of the films profits came from DVD and television sales. Shifty was distributed by Metrodome. £50,000 was spent on making celluloid prints of the film, administration and advertising. The intention was to attract two different audiences. The first audience was the middle class age range that regularly sees small independent films at the independent cinemas. In addition they wanted to attract a new younger urban audience. This audience had made "Kidulthood" and "Adulthood" profitable.
In order to target both audiences, Metrodome produced different trailers. Interestingly the trailer targeting the younger urban audience had a soundtrcak of hip hop. However in the actual movie there was no soundtrack.